TODD MELBY: Tell me about Midwest Mountaineering. When did it open? Why did you do that?
ROD JOHNSON: I was going to college in the late 60s. And I decided I didn't want to be a chemist. So I quit and then had enough time to do fun things. Because not only did I have a full credit load, but I also had a job, I was putting myself through college. And what I did have time to do was join the University of Minnesota Rovers Outdoor Club. And I went rock climbing, white water canoeing, and backpacking with them, and I just loved it. But I was very poor then. And I had this idea that I would drive around and get dealerships for myself so I could get my gear wholesaled. And I started selling equipment out of my kitchen, in 1970. And then, in 1971, I opened a storefront on Hennepin Avenue, and in 1976, I moved to the west bank.
TODD MELBY: Wait a minute, so you're selling climbing gear out of your kitchen in Minneapolis?
ROD JOHNSON: Yes, climbing gear and backpacking gear.
TODD MELBY: And how did that go, was the kitchen business successful?
ROD JOHNSON: You know, I didn't make any money the first five years as Midwest Mountaineering. It was successful in that I was able to do what I loved. I've been able to help people have great outdoor adventures and give them gear so they can have more fun outdoors. In this respect, it was successful. But no money was made, no profit for five years. After the kitchen, I moved to 1408 Hennepin where they had this college, the community college now. And after being there for five years, they tore the building down to make a parking ramp for the college. And so I had to move somewhere. And I thought moving right next to the University of Minnesota would be a good location. And it was for many years.
TODD MELBY: And so, was the business profitable once you moved to the west bank and became famous?
ROD JOHNSON: After five years, all of a sudden, I had built up enough of a customer base that it actually became profitable. And it became so profitable, I couldn't pay the taxes. But what I did was I took big sales and got enough money to cover the bills.
TODD MELBY: And how would you describe your store to someone who's never been in it?
ROD JOHNSON: You know, I overheard a customer talking in the parking lot to a friend. They didn't know I worked at Midwest Mountaineering. And they said, Midwest Mountaineering is like an REI, except it's local. It occupies four different buildings and we have punched holes in the solid brick walls. He goes from room to room. We have 14 foot high ceilings. The building was probably built 125 years ago so it has a lot of character. Some of the rooms have a tin ceiling. It feels like an outdoor store. Canoes and kayaks hang from the ceiling. It just smells outside.
TODD MELBY: Yes. It does, indeed. I've been there, as you know.
ROD JOHNSON: If you have a big store, you can't really copy it.
TODD MELBY: Right, right. How would you classify your sales?
ROD JOHNSON: 6 million a year. And I think this year, it will drop to 4 million.
TODD MELBY: And how long have you been losing money?
ROD JOHNSON: Actually, it's just this year, 2023. What happened was last winter, we had a very strong winter. And normally, when we have a very strong winter, we have huge sales. But our sales did not increase, even with the severe winter. And I knew something was wrong. And in May, I was extremely concerned because May is one of our big profit months, along with June and July. And we've lost money these months too. So I saw the downward trend.
And my goal was — when I was a teenager, I worked at Sears. Sears at the time was the largest and most powerful retailer in the world. And now they have refused nothing. And I didn't want that to happen with Midwest Mountaineering. So I thought it best to quit while we were ahead and go out with a stellar reputation rather than slowly bleed to death.
TODD MELBY: How are you feeling right now?
ROD JOHNSON: Very mixed feelings. I am very sorry that our mission to help people have more fun outdoors will not continue. The employees are many of my good friends. And many of them love their work here. But at the same time, when a business doesn't go well, it's very stressful. And I will be very happy to be rid of all this stress.
TODD MELBY: What are you going to do next?
ROD JOHNSON: Well, I'm 74 years old. So I am definitely of retirement age. And I'm not going to do anything by making more money. I registered with a non-profit organization and got a website, be-nicer.org. It's actually hyphenated nicer.org. And I'm working to develop it, just doing my part to see what I can do to encourage people to be better.
TODD MELBEY: Since you're an outdoorsman and we have a moment to ask you a question, what's the most underrated outdoor experience in Minnesota?
ROD JOHNSON: Well, I especially like the Split Rock Loop on the Superior hiking trail. It's a five mile loop, there are 11 waterfalls on it. The Superior Hiking Trail Association, about eight years ago, took down the bridge. So now you have to cross the river. At low tide, you can rock hop across. But it is extremely scenic with 11 waterfalls. And a five mile loop is just a great afternoon or morning hike.
TODD MELBY: That sounds like something I could do too.
ROD JOHNSON: Oh, I highly recommend it.
CATHY WURZER: That was Midwest Mountaineering owner Rod Johnson talking to our Todd Melby. The store will close its doors on October 8. But first, they have a clearance starting tomorrow.
